You keep hearing how story is the latest-and-greatest business tool, and that storytelling can do everything—from helping leaders better communicate to motivating sales teams and winning customers away from competitors.
But what stories do you need to tell? And how do you tell them?
In Stories That Stick, Kindra Hall, professional storyteller and nationally-known speaker, reveals the four unique stories you can use to differentiate, captivate, and elevate:
- the Value Story, to convince customers they need what you provide;
- the Founder Story, to persuade investors and customers your organization is worth the investment;
- the Purpose Story, to align and inspire your employees and internal customers; and
- the Customer Story, to allow those who use your product or service to share their authentic experiences with others.
Telling these stories well is a simple, accessible skill anyone can develop. With case studies, company profiles, and anecdotes backed with original research, Hall presents storytelling as the underutilized talent that separates the good from the best in business. She offers specific, actionable steps readers can take to find, craft, and leverage the stories they already have and simply aren’t telling.
Every person, every organization has at least four stories at their disposal. Will you tell yours?
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About the Author
Table of Contents
Introduction: Slovenia, JFK, and the Story That Kidnapped My Husband xi
Part 1 The Irresistible Power of Storytelling
1 The Gaps in Business and the Bridges That Close (and Don't Close) Them 3
2 Once Upon a Brain 19
3 What Makes a Story Great 29
Part 2 The Four Essential Stories-The Tales Every Business Needs to Tell
4 The Value Story 53
5 The Founder Story 79
6 The Purpose Story 109
7 The Customer Story 133
Part 3 Create Your Story-Finding, Crafting, and Telling Your Story
8 Finding Your Story 153
9 Crafting Your Story 171
10 Telling Your Story 189
Conclusion: Happily Ever After Is Just the Beginning 201
Appendix: The Four-Story Cheat Sheet 207
About the Author 219